At each website, I felt as if I was being marketed to with a string of messages that had been developed in a lab or via focus groups. It just didn’t feel authentic. These sites were advertising to me, not building a relationship with me. They were luring me in with one-way messages, not educating me about the companies’ products. Guess what? When I arrive at a site, you don’t need to grab my attention; you already have it!

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